StrawberryFrog gets a makeover, announces new 'poisonous' logo

The New York-based agency has retired its old green and red logo after 20 yearsETBrandEquity | March 10, 2016, 14:29 IST

Image credit: Twitter.com/FrogismAfter almost 20 years, StrawberryFrog - the agency co-founded by Karin Drakenberg and Scott Goodson in 1999 is getting a makeover. The New York-based shop - known for its Emirates Airline 'Hello Tomorrow', Mahindra RISE, and Jim Beam 'Make History' cultural movement marketing - is retiring its old green and red logo in favor of a more "poisonous" image.

Agency co-founder Scott Goodson said he was emotional about the change given “all that we’ve done over the years.” But he added, “Change is inevitable, and the new logo captures a new ethos with the same dinosaur challenging spirit. It's time for a change, and this wonderful logo is fresh and cheeky.”

"If you’re not familiar with our work, the name StrawberryFrog can conjure up visuals of a cute little animal," says Craig Love, ECD, StrawberryFrog. "But in the jungle, strawberry frogs are actually poisonous. We wanted our new look to reflect that kind of edge. We’re a progressive brand that spells trouble for the old school agency model and the new logo captures that power."

The redesign was done in house. "We’re a brand that embraces change, so as we neared our 20th anniversary the time was right to reimagine our identity for 2016 and beyond," says Love. "With only a few very simple shapes, the new logo captures everything we aspire to be. It’s strong and powerful, small but mighty and it doesn’t feel corporate.”

Karin Drakenberg, co-founder says "We started this agency with a little poisonous frog as our icon so that we expressed the potency of our ideas. This new logo says it all - and with a smile."

The new image appears across all branding both digitally and physically.